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Some press release services are very specific in their offering. They’ll either write, or they’ll distribute, but not both. Or they’ll publish online, but not offline – and many press release services won’t even considering running QA on a document that you’ve written yourself. In fact, a good service will do all four of these things – we explore each of them in a little more detail.
Writing services
Some press release services can create a topic for your release all on their own. They’ll even write quotes to assign to your company’s representative or manager – and thereby remove you completely from the press release creation process! For some companies this is a relief … but in terms of quality of press releases, it isn’t ideal. Outsiders can only say so much that is newsworthy about your company. Try this with the wrong topic, and you’ll end up wasting a lot of money. For good quality press release writing, the writer should meet with you and have access to all pertinent details.
Syndication services
Press release syndication takes a long time, a lot of legwork and sometimes specialized lists that the company pays for. Even if you outsource nothing else to your press release service, you should have them handle the syndication.
Online publishing
It’s the same deal with online publishing – it’s time consuming and costly if you don’t have the correct procedures in place. Also, if you aren’t experienced with online press release publication it’s likely that you’ll end up either submitting to a lot of sites that aren’t useful, or paying for services that you don’t need to.
Quality assurance
Good press release services will offer you the option of writing your own press releases, and having them do a ‘QA’ check on it. This might include:
* Editing and proofing
* Reviewing the title to help with ‘catchiness’
* Checking on the order of information
* Putting the release into the correct formatting
* Checking character counts for each section for online publication
Press release services are worth their weight in gold, and it is well worth your time shopping around to find a good quality one.
